This does mean that social media networks are increasingly removing targeting options from the past. For example, Facebook removed over 1,000 options this summer . Annoying, right? I don't think that's so bad. There are still more than enough options left. And less doesn't always have to be a negative thing. In recent years, in my opinion, we have sometimes gone too far in terms of target group targeting on social media, which has caused many brands to get into a tangle with the volumes in their funnel. Targeting had become so narrow that scalability was limited.
Fortunately, the social media landscape has also become more diverse in recent years. In addition to Facebook phone number library and Instagram, we can now also use channels such as Pinterest, Snapchat, TikTok and of course good old YouTube, LinkedIn and Twitter within our social advertising strategy.